Esurance Sponsors IFC's Bollywood Block
Auto Insurance Also Supporting Digital Casting Call For Ad Campaign
Mike Reynolds -- Multichannel News, 7/24/2009 12:16:00 PM
Auto insurance company Esurance is sponsoring IFC's upcoming Bollywood programming push.
The deal, terms of which were not disclosed, includes a 13-week sponsorship of "Wake Up to Bollywood," a presentation of Bollywood films airing each Sunday morning at 10 AM, ET/PT, exclusively on IFC. Esurance will sponsor the block on key Sundays from Aug. 30 to Dec. 20.
IFC worked with Saavn, the largest distributor of genre films. to curate the block and selected a variety of Hindi movies from independents to Bollywood blockbusters. A complete list of films and trailers, please visit can be accessed at http://www.ifc.com/wakeup-to-bollywood/.
In addition to the film block, Esurance is currently hosting a digital Bollywood casting call to help find the next co-star for Esurance's animated ad icon, Erin Esurance. Visitors to http://www.esurance.com/Bollywood have the chance to enter the "Esurance Bollywood Casting Call Contest" by submitting videos of re-enactments of favorite Bollywood movie scenes. The winning entrant will star in an Esurance Bollywood music video that will premiere in September on IFC during a "Wake Up to Bollywood" film.
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